Diversified Restaurant Group
Diversified Restaurant Group is a private franchisee operating 300+ Taco Bell and 16+ Arby's quick-service restaurants across California, Nevada, Kansas, Missouri, and Alaska, with innovation-led concepts including Taco Bell Cantina and Live Más Café.
- Company typePrivate
- Founded2015
- HeadquartersSonoma, United States
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
What Diversified Restaurant Group does
Diversified Restaurant Group (DRG) is a privately-held quick-service restaurant franchisee founded in 2015 and headquartered in Sonoma, California, with operations support centered in Las Vegas. The company operates 300+ Taco Bell restaurants and 16+ Arby's restaurants across California, Nevada, Kansas, Missouri, and Alaska, employing between 5,001 and 10,000 team members. DRG grew its portfolio roughly 10x from its founding acquisition of 29 Taco Bell restaurants to approximately 300 locations, executing tuck-in acquisitions including the 2017 Kansas City market entry and the 2019 acquisition of 16 Arby's locations that marked its first brand diversification beyond Taco Bell.
The company's core products are franchise-operated QSR restaurants under the Taco Bell and Arby's brands, with differentiated sub-concepts including Taco Bell Cantina (a premium format featuring full bar service, outdoor patios, and event hosting) and Live Más Café (a beverage-focused concept co-developed with Taco Bell corporate). The technology stack includes standard QSR digital ordering systems, mobile apps, and Voice AI deployed in select drive-thru locations to improve order accuracy and speed of service. DRG is also credited with helping Taco Bell corporate coin the term 'cantina' for the upscale format.
DRG's revenue model is transactional consumer food and beverage sales through dine-in, drive-thru, and takeout channels, with menu pricing set by franchisor brand standards. Go-to-market is direct-to-consumer across its owned locations, supplemented by event hosting (including a Las Vegas Cantina wedding chapel with 300+ couples booked since 2017) and community-driven marketing through the DRG Cares nonprofit foundation. The company is led by Chairman and CEO David Grieve, President and co-founder SG Ellison, and CFO Ben Marmor (joined November 2023), with subsidiary entities including Angel City Bell, Golden Gate Bell, Silver State Bell, Royal City Bell, DRG Meats, and DRG Meats Alaska supporting the regional operating structure.
Diversified Restaurant Group firmographics
Firmographics- Name
- Diversified Restaurant Group
- Legal name
- Diversified Restaurant Group, LLC
- Website
- https://drgfood.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 5,001–10,000 employees
- Short description
- Diversified Restaurant Group is a private franchisee operating 300+ Taco Bell and 16+ Arby's quick-service restaurants across California, Nevada, Kansas, Missouri, and Alaska, with innovation-led concepts including Taco Bell Cantina and Live Más Café.
- Ownership category
- akta.pro rank
Diversified Restaurant Group industry classification
Industry- Product category
- Quick-Service Restaurant Operations
- NAICS
- Limited-Service Restaurants (722513), Full-Service Restaurants (722511), Caterers (722320)
- SIC
- Retail-Eating & Drinking Places (5810), Retail-Eating Places (5812)
- akta.pro primary industry
- Multi-Concept / Global QSR Chains (Mixed Menus) (THAFAAAO)
- akta.pro secondary industries
- Corporate Catering & Refreshment Services (HSACADAD), Hotel & Resort Restaurants (THAFACAH), All-Day Dining Restaurants (THAFACAJ)
Keywords
Where Diversified Restaurant Group is headquartered
LocationHeadquarters
- HQ city
- Sonoma
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Diversified Restaurant Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Franchise Restaurant Sales: Operates Taco Bell and Arby's quick-service restaurants generating revenue from food and beverage sales to consumers through dine-in, drive-thru, and takeout transactions
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Diversified Restaurant Group product offering
Product offeringCore offering
Diversified Restaurant Group operates quick-service franchise restaurants under the Taco Bell and Arby's brands, totaling more than 300 locations across California, Nevada, Kansas, Missouri, and Alaska. The portfolio includes differentiated concepts such as Taco Bell Cantina (full-bar, outdoor patio, and event-hosting format) and Live Más Café (Mexican-inspired specialty beverage program), with revenue generated from dine-in, drive-thru, and takeout food and beverage sales.
Product overview
Diversified Restaurant Group (DRG) is a restaurant franchisee company that operates multiple quick-service restaurant brands. DRG's portfolio includes Taco Bell (with over 200 locations) and Arby's (16 locations acquired in 2019-2020). The company operates standard Taco Bell and Arby's restaurants along with specialty concepts including Taco Bell Cantina locations featuring full bars, outdoor patios, and upscale dining experiences, and Live Más Café focused on specialty beverages. DRG also operates Ghost Kitchens and offers event hosting services at select Cantina locations including wedding ceremonies at the Las Vegas Cantina.
Differentiator
Problem solved
Functional benefit
Brands
- Taco Bell Cantina: Premium Taco Bell restaurant concept featuring full bar, cantina-style dining experience, and unique locations including Las Vegas Strip flagship and beachside Pacifica location
- Live Más Café
- Signature Restaurants
- DRG Cares
Products and services
- Taco Bell Restaurants Mexican-inspired quick-service restaurant franchise operated by DRG, offering dine-in, drive-thru, and takeout service across 300+ locations in California, Nevada, Kansas, Missouri, and Alaska, targeted at individual consumers seeking fast, affordable Mexican-style food.
- Arby's Restaurants Fast-food sandwich restaurant franchise operated by DRG, serving roast beef and other sandwiches through 16+ locations in the greater Las Vegas area and Alaska, including the Fairbanks, AK location that set an all-time Arby's brand weekly sales record in its opening week.
- Taco Bell Cantina Premium Taco Bell restaurant concept featuring a full bar, outdoor patio, custom artwork, and an upscale dining experience, including flagship locations on the Las Vegas Strip and in Pacifica, plus event hosting such as the Las Vegas Cantina wedding chapel that has hosted 300+ couples since 2017.
- Live Más Café Beverage-focused Taco Bell concept featuring Mexican-inspired drinks and specialty beverages, developed as an innovative partnership with Taco Bell corporate and rolled out across multiple states as a destination experience driving traffic and revenue.
Quantifiable outcome
- Taco Bell business grew by over 50% in four years
- +3 more outcomes
Companies that use Diversified Restaurant Group
Customer profileNamed customers2 records
Segments1 record
Ideal customer profiles2 records
Diversified Restaurant Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Diversified Restaurant Group partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Taco BellcoreDRG is one of the nation's largest Taco Bell franchisees, operating 300+ Taco Bell restaurants across 4+ states. Partnership includes exclusive rights to operate cantina concept with full bar service and innovative Live Más Café beverage program.
- J. Rieger & Co.minorCo-founded by Ryan Maybee, J. Rieger & Co. participated in panel discussion with DRG CEO SG Ellison on Live Más Café beverage innovation and draft cocktail programs reshaping QSR beverage experiences.
- Arby'scoreDRG acquired 16 Arby's restaurants at end of 2019 in Las Vegas (14), Reno (1), and Barstow (1). Addition of Arby's marks DRG's first partnership with another restaurant brand. Jason Dunn joined executive team to lead Arby's operations.
- Taco Bell Live Más CafécoreInnovative partnership with Taco Bell corporate to introduce Live Más Café concept featuring Mexican-inspired beverages as destination experiences driving traffic and revenue. DRG involved in taking cantina concept to next level across several states.
- San Jose SharksminorDRG sponsored San Jose Sharks 2023-24 season as marketing partnership to build brand awareness in California market.
- Taco Bell FoundationminorDRG raises funds for Taco Bell Foundation through events like Race Watch Party that generated $75,000. Also supports Live Más Scholarship program for team members.
- DRG CarescoreDRG Cares is a nonprofit foundation created to help employees and community members experiencing hardship, illness, or natural disaster. Supported 130+ employees during pandemic and raises funds through customer donations.
- Bellevue UniversityminorArby's corporate learning program partnership through Bellevue University offering tuition assistance: full-time managers up to $6,000/year, non-management team members up to $5,250/year, family members up to $2,500/year.
- Big Brothers Big Sisters of Southern NevadaminorDRG sponsored grants for BBBS providing bikes and skateboards to youth in program. Jason Dunn and Laura Fuentes presented donations at annual Bike and Board Bonanza.
- K-MAC (Tina Reagan)minorTina Reagan, president of K-MAC franchisee, joined SG Ellison and Taco Bell CEO Mark King on Recipe for Restless Creativity podcast discussing franchisee relationships and collaborative brand success.
Scale indicators6 records
Recent moves10 records
Expansion highlights4 records
Diversified Restaurant Group competitors and assessment
Company assessmentBroad incumbents
- Inspire Brands: Multi-brand restaurant platform that owns Arby's, Buffalo Wild Wings, Sonic, Dunkin', and others, and serves as DRG's Arby's franchisor. Comparable as the broader incumbent governing DRG's secondary brand economics.
- Yum! Brands: The franchisor parent of Taco Bell, KFC, and Pizza Hut. Relevant as the broader incumbent that owns the brand economics DRG depends on; defines franchise terms, royalty structure, and concept innovation pipeline.
Direct peers
- Flynn Restaurant Group: The largest franchisee operator in the U.S., operating Taco Bell, Wendy's, Arby's, Panera Bread, and Pizza Hut locations. Most directly comparable multi-brand QSR franchisee peer to DRG, with similar M&A-driven growth strategy and shared brand portfolios.
- GPS Hospitality: Multi-brand franchisee operator of Burger King, Popeyes, and Arby's with several hundred locations. Comparable to DRG as a large, M&A-driven franchisee with a shared Arby's brand and similar multi-brand growth strategy.
- Galardi Group: Operates Taco Bell, Wienerschnitzel, and other QSR brands across multiple states. Comparable as a multi-brand franchisee operator with similar geographic reach and unit count to DRG.
- Caspers Company: Major Taco Bell franchisee operating hundreds of locations in the southeastern U.S. Directly comparable in franchisee scale, operational discipline, and unit-count ambition.
- Border Foods: Major Taco Bell franchisee with 200+ restaurants across multiple states. Directly comparable as a large-scale Taco Bell franchisee operator with a similar multi-state growth strategy.
- K-Mac Holdings: One of the largest Taco Bell franchisees in the U.S. Direct Taco Bell franchisee peer with comparable scale, geographic overlap in the Midwest, and a similar large-unit operating model. Featured alongside DRG leadership in Taco Bell franchisee forums.
- Manna Inc. Multi-brand franchisee operator of Yum! Brands concepts including Taco Bell, KFC, and Pizza Hut. Comparable to DRG in franchisee scale and multi-concept brand stewardship.
- Tacala Companies: Large multi-state Taco Bell franchisee operating hundreds of locations across the Mountain West and Midwest. Directly comparable in scale and operating philosophy to DRG's Taco Bell portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Diversified Restaurant Group social profiles
Digital presenceDiversified Restaurant Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Diversified Restaurant Group leadership team
Management profileNumber of profiles
Profiles12 records
Diversified Restaurant Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Diversified Restaurant Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Diversified Restaurant Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Diversified Restaurant Group
What does Diversified Restaurant Group do?
Diversified Restaurant Group operates quick-service franchise restaurants under the Taco Bell and Arby's brands, totaling more than 300 locations across California, Nevada, Kansas, Missouri, and Alaska. The portfolio includes differentiated concepts such as Taco Bell Cantina (full-bar, outdoor patio, and event-hosting format) and Live Más Café (Mexican-inspired specialty beverage program), with revenue generated from dine-in, drive-thru, and takeout food and beverage sales.
Is Diversified Restaurant Group a public or private company?
Diversified Restaurant Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Diversified Restaurant Group founded?
Diversified Restaurant Group was founded in 2015. It employs 5,001 to 10,000 people.
Where is Diversified Restaurant Group based?
Diversified Restaurant Group is headquartered in Sonoma, United States, in the North America region.
How does Diversified Restaurant Group make money?
One revenue line is on record: franchise Restaurant Sales.
Who are Diversified Restaurant Group's main competitors?
Broad incumbents on record are Inspire Brands and Yum! Brands. Direct peers are Flynn Restaurant Group, GPS Hospitality, Galardi Group, Caspers Company, Border Foods, K-Mac Holdings, Manna Inc. and Tacala Companies.
Does Diversified Restaurant Group have an API?
No public API is recorded for Diversified Restaurant Group.
What industry is Diversified Restaurant Group in?
Diversified Restaurant Group's product category is Quick-Service Restaurant Operations. Its primary akta.pro industry code is THAFAAAO, Multi-Concept / Global QSR Chains (Mixed Menus), with a secondary code of HSACADAD, Corporate Catering & Refreshment Services. Its NAICS code is 722513 and its SIC code is 5810.